Shared information bias is the tendency of groups to spend time and energy discussing information that most group members already know. Consequently they have less time and energy to devote to information that only a few members know. This bias in the way the group invests its resources leads to misalignment between reality and the group's perceptions, and eventually to bad decisions.
For example, in discussing possible solutions to a technical problem, the portion of the discussion devoted to information that most group members already know will tend to be disproportionately large, in terms of importance, compared to the portion of the discussion regarding technical subtleties known only to the few group members with relevant expertise. In part, this happens because the number of people who are familiar with the commonly shared information is greater than the number of people who are familiar with the less commonly shared information. But research suggests that the shared information bias is greater than mere numbers would predict.
Although bad decisions are the most commonly cited effect of shared information bias, the damage it causes transcends the substance of the immediate decision at hand. That's why it's important to consider other effects of the bias, to motivate groups to address shared information bias with the attention it deserves.
Here, in Part I of this exploration, are four ways shared information bias harms group processes.
- Members experience a false sense of comfort and well being
- Repeated Shared information bias leads to
misalignment between reality and
the group's perceptions, and
eventually to bad decisionsexperiences of discussions that fail to challenge group members' beliefs and preconceptions can enhance their sense of comfort and well being, however false it might be. This misapprehension of the group's actual state can expose it to great risk of chaos if it encounters a situation to which it has been rendered vulnerable by this false sense of security.
- Enhanced likelihood of groupthink
- Groupthink is a group-psychological dynamic that causes the group to converge on an outcome not on the basis of the tenets to which the group claims it subscribes, but instead as a means of achieving group harmony and conformity. The probability of an irrational and dysfunctional outcome is thus elevated. When groupthink is in effect, the group tries to minimize conflict and reach consensus, even at the cost of abandoning critical thinking, suppressing alternative viewpoints, and preventing access to external influence. Shared information bias thus facilitates groupthink by providing a false sense of comfort and well being and a variety of contributions that are consistent with the views and preconceptions of group members. For more about groupthink, see "Design Errors and Groupthink," Point Lookout for April 16, 2014.
- Biased assessments of importance
- In groups, especially in real or virtual meetings, a commonly used heuristic for assessing the importance of an idea or insight is group members' sense of the number of times it arises in discussion. People don't actually count occurrences; a subjective sense seems to be sufficient. If the group is experiencing a shared information bias, that bias skews the subjective sense of the frequency of mentions of ideas. The group members then tend to assess the importance of frequently cited ideas as greater than they might actually be. And that can skew the discussion away from directions that might reveal insights and perspective far more important than anything discussed so far.
- Increased persistence of wrong beliefs
- If someone withholds an incorrect opinion, misinformation, or misapprehension, that they themselves have accepted, it's less likely to be refuted by another group member who knows that the withheld contribution is incorrect, misinformed, or confused, but who doesn't know that any group members subscribe to it. And the longer the confusion remains in the mind of the holder, the longer it's available in that person's mind to discredit truthful beliefs and accurate perceptions.
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More articles on Cognitive Biases at Work:
- Self-Serving Bias in Organizations
- We all want to believe that we can rely on the good judgment of decision makers when they make decisions
that affect organizational performance. But they're human, and they are therefore subject to a cognitive
bias known as self-serving bias. Here's a look at what can happen.
- Managing Hindsight Bias Risk
- Performance appraisal practices and project retrospectives both rely on evaluating performance after
outcomes are known. Unfortunately, a well-known bias — hindsight bias — can limit the effectiveness
of many organizational processes, including both performance appraisal and project retrospectives.
- Scope Creep and Confirmation Bias
- As we've seen, some cognitive biases can contribute to the incidence of scope creep in projects and
other efforts. Confirmation bias, which causes us to prefer evidence that bolsters our preconceptions,
is one of these.
- Wishful Significance: I
- When things don't work out, and we investigate why, we sometimes attribute our misfortune to "wishful
thinking." In this part of our exploration of wishful thinking we examine how we arrive at mistaken
assessments of the significance of what we see, hear, or learn.
- Cognitive Biases and Influence: I
- The techniques of influence include inadvertent — and not-so-inadvertent — uses of cognitive
biases. They are one way we lead each other to accept or decide things that rationality cannot support.
Forthcoming issues of Point Lookout
- Coming February 20: Brainstorming and Speedstorming: I
- Recent research suggests that brainstorming might not be as effective as we would like to believe it is. An alternative, speedstorming, might have some advantages for some teams solving some problems. Available here and by RSS on February 20.
- And on February 27: Brainstorming and Speedstorming: II
- Recent research into the effectiveness of brainstorming has raised some questions. Motivated to examine alternatives, I ran into speedstorming. Here's Part II of an exploration of the properties of speedstorming. Available here and by RSS on February 27.
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- The Power Affect: How We Express Our Personal Power
- Many people who possess real organizational power have a characteristic demeanor. It's the way they project their presence. I call this the power affect. Some people — call them power pretenders — adopt the power affect well before they attain significant organizational power. Unfortunately for their colleagues, and for their organizations, power pretenders can attain organizational power out of proportion to their merit or abilities. Understanding the power affect is therefore important for anyone who aims to attain power, or anyone who works with power pretenders. Read more about this program.